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Is Sales Enablement a Two-Way Street? [CHART]

Egan Cheung
Manager, Revenue Performance Analytics

Marketers who focus on sales enablement processes, or provide tools to their sales teams that allow them to discover, profile, and engage their prospects, largely do so in the interest of giving their sales teams access to the information and materials they need to turn warm leads into cold hard cash. They also have silently been enjoying a side benefit of their own.

Eloqua Engage is a tool that allows sales reps to send marketing templates designed to target specific personas and areas of interest complete with personalization, tracking, and customizability that is integrated into the CRM where the sales rep lives.



We looked at the average growth rates in database sizes for those companies who have equipped their sales reps with Eloqua Engage versus those that haven't, and found that those with Engage consistently grow their databases at least 20% more per month.

Why might that be?  Sales sourced leads typically comprise quite a substantial proportion of the funnel, but they don't always go through the marketing system.  Sales tools like Engage empower your sales team to send relevant, personalized, and trackable content while simultaneously pushing those contacts into your marketing database to enhance your knowledge of the buyers’ interests and intentions. This improves your ability to influence an even larger set of potential buyers - especially at late stages of the funnel where smart marketing can make a huge difference in buying decision.



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